Chipotle gives you something to read.

I guess it must have happened to you too. You enter the restaurant, for a quick bite over lunch, alone, and then you realize you have nothing to read.

Well, this is what happened to author Jonathan Safran Foer one day, sitting at a Chipotle.

The article I recommend you read this week is an interview Vanity Fair did with Foer about the “Cultivating Thought” project.

What started out as frustration from one customer (Foer) has now become a storytelling platform for the brand. Their cups and bags will now feature stories and texts from Foer, Malcolm Gladwell, Toni Morrison, George Saunders, and Michael Lewis.

This is a great example of how a brand was able to be useful to their customers.

And this is not the first time we hear about Chipotle’s storytelling adventures. They also recently released a branded content series called “Farmed and Dangerous” and were also responsible for the acclaimed “Scarecrow” video (look both up).

They’ve been doing extremely great on the storytelling and branded content front and this is yet one more example on how I believe they are leading the content marketing field.